mcdonalds finallllll
TRANSCRIPT
About The Company
First restaurant - April 15,1955April 15,1955 at Des Plaines, Illinois, America. First outlet in India - 19961996 near VT railway station in Mumbai World’s largest food service systemWorld’s largest food service system with more then 30000
restaurants in 119 countries serving 47 million customers each day In India, McDonald’s operates via two joint ventures:
Western ZoneWestern Zone – Hardcastle Restaurants Pvt. Ltd.
Northern ZoneNorthern Zone – Connaught Restaurants Pvt. Ltd.
Increase in consumption of fast food
Willingness to spend.
Acquire more of a global palate.
27%
73%
INDIA
SOUTH EAST ASIA
Percentage of consumers frequenting quick service joints in a month
72%
4%
24%Hygiene andcleanliness
Quality ofservice
Perception ofthe brand
Main factors which indicate the preference of quick service restaurant over othersAC Nielson
Preferences for quick service restaurant
Key Factors
CONSUMER BEHAVIOUR Uses consumer feedback to constantly improve upon their service standards.
LOCAL TASTE Developed a menu especially for Indian Vegetarian consumers keeping in mind their tastes, culture and religious sentiments
CONVENIENT LOCATIONS
Operates on the premise that it should be convenient to the consumer
All restaurants are ideally located to encourage impulse buying
PRICING & PROMOTIONAL OFFERS
Prices vary from city to city based on the tax structure in the state and the purchasing power of the population.
Had created an affordable menu offering called “Happy Price Menu”
Offer special packages for birthday parties
SUPPLY CHAIN MANAGEMENT
Initial investment- Rs. 50 crores
Investment in the supply chain infrastructure alone- Rs. 100-150 crores
Each restaurant requires around- Rs. 2-3 crores
(excluding the cost of real estate)
FUTURE PLANS
To improve operational excellence. To introduce full format restaurants in secondary towns and cities. To introduce more delivery and express outlets in metros. To have at least 100 restaurants in operation in 2 years time.
Strengths Weaknesses
Opportunities Threats
40,000 crores “Eating out” segment, Growth rate at 6%
Growing middle class Exposure to western culture More choice on the menu
Think Global, Act Local Localization strategy Attention to Customer Feedback Respect towards religious
sentiments Strategic tie ups Located at convenient areas Affordability Large advertising budget
“Destination Food Joint” Perception of unhealthy food High staff turnover
Competitors – KFC, Burger King, Nirula’s (Delhi)
Trends in Healthy eating Litigation over fat & obesity
Problem Statement.
With McDonald’s merely following the competitors in the eating out segment with the home delivery service, do you think consumers will also respond with
the “I’m loving it” tag? Why?
Why Home Delivery Service?
Lack of transportationtransportation
Traffic jams
Overcrowded eating places
Enjoy watching moviesmovies
Enjoy watching cricket matchescricket matches
Just for plain relaxationrelaxation
To keep away from cooking
Facts of Home Delivery Service
Available in selected localitiesselected localities only
Delivery charge of Rs.15Rs.15 per order
Delivered to neighbourhood that are
10 minutes away10 minutes away
A choice amongst upper middle class upper middle class familiesfamilies
Contributed to 15% increase15% increase in sales
Delivery meals
I’m NOTNOT loving it !!!
Reasons
Target Audience: KidsKids & YouthYouth
Known as ‘Social Meeting PlaceSocial Meeting Place’
Described as “McDonald’s experienceMcDonald’s experience”
Food Served is not always hot
Burgers turn soggy because of packing
AMBIENCE
SECOND HELPING!!! SOCIAL MEETING PLACE
Problem statement
Since most of the Mc Donald’s are strategically located, how or what measures
do you think the company could adopt to attract customers who may turn away due
to their inability to handle the traffic and parking woes?
Strategic Locations
High Streets High Ways
Valet Parking Drive-In
Why High Streets High Streets ? High streetsHigh streets are for the masses.
Changes in lifestyleslifestyles open up new opportunities
-work long hours, with little time to cook or shop
-buy ready-made meals, preferably on the way home from work.
Food shops located on the High Street meet these changing needs.
Valet parkingValet parking is a parking service offered by some restaurants, restaurants, storesstores and businessesbusinesses.
Valet parkingValet parking is offered in urbanurban areas, where parking is scarce.
A drive-throughdrive-through or drive-thrudrive-thru refers to a business or restaurantrestaurant that serves customers who pull up in their vehicles.
Orders are taken and goods or services are provided through a special windowspecial window, while the customers remain in their vehiclesvehicles.
Mc Donald’sMc Donald’s should guarantee that customers will get through a drive-thru in a given amount of timetime, or their order is either freefree or discounteddiscounted.
Problem Statement
Indian consumers prefer the local food taste, while McDonalds are quite rigid in their
product offers. The company is unwilling to offer chola bhatura and pav Bhaji and is very
clear that it will adapt as far as taste is concerned only. Under the circumstances,
what steps could be taken by the company to operate its futre success?
Exciting Offers
• c ondays
• .
• Tie Ups with Multiplexes
Treat yourself to the sixth meal for FREE*
* Meal upto Rs. 50
Thank YouThank YouPresented By:
Neha Kotecha
Sapna Maniar
Natasha Bhagwat
Sharon Ittyrah